关于志邦 / 志邦观点 / 志邦教你如何选择全案策划公司!

特别提醒
Special reminding

企业选择策划公司时,往往发现策划公司说得都很好,根本分不清谁优谁劣,这里面存在几大误区:
Company is hard to distinguish the advantage and disadvantage of scheming company because they called themselves are all good in this respect, the several misunderstanding are as follows:

误区一:要选择规模最大的策划公司。
Misunderstanding one: choose a big planning company

很多企业在选择策划公司时,会选择规模最大的公司,如在全国各地都有分公司的公司,或者号称自已是上市公司的策划公司,可以百分之百的确定,策划公司只要一上规模,事情肯定会做不好,因为策划公司与传统的只是执行层面的广告公司、公关公司、活动代理公司不一样,是处于前端的策略型公司,相当于贵公司的参谋部,规模一旦做大,人才无法配备,根本就没有精力量身定做,所以,选择最适合的策划公司才是最重要的。
Many companies are tend to choose a big planning company, such as the company with branches all over the country or the company who can be called a listed company by himself. Actually, a planning company will not do a good job with his so-called large scales. Planning company is just at the forefront of planning-type Company and a general staff which is just like a traditional ads company, public relations company and activity agencies. Planning company can’t be able to do the things that tailor to you needs because of large scales and not enough talent allocation. In this connection, it is important to choose a good and suitable company.

误区二:选择价格便宜的策划公司
Misunderstanding two: choose a planning company with low cost

从常理上说,买东西当然选择价格便宜的,但是这里有一个前提,必须所买的东西质量是一样的,才能从价格高低上体现价值,同时还要记住一点,商业的往来,仅仅靠道德约束是不可靠的,必须要有利益,只有利益与商业道德的双重约束,才能获得长久的可持续性的合作,一个策划公司的策划价格很低,到哪里去吸引优秀的人才?如何能稳定的提供长期的服务?
Naturally, every one tends to buy cheap goods, however, the prerequisite is that you must make sure the quality is the same as others and reflect its values in costs. At the same time, it must be benefits for the business exchange; the moral can’t be viable for this exchange. In doing so, a long-term and sustainable cooperation must be included in benefits and business moral. How did a low cost planning company attract its excellent talents? How did he make the service in a long-term way?

误区三:选择境外公司或台湾公司
Misunderstanding three: choose foreign company or Taiwan Company

由于历史原因,中国人对外国人一直处于仰视状态,在十年前,策划行业充满了外国公司与台湾公司,但到现在,基本上绝迹了,没有绝迹的也只是做做务虚层面的所谓的战略策划,中国市场横向跨度大、纵向层级深,风土人情各不相同,如果不是在中国本土土生土长,长期在市场上浸泡,很难真正理解中国市场,虽然这些公司也聘用中国本土员工,但如果公司高层浮在上面,对中国市场不了解,如何正确指导工作?
With historic reasons, Chinese people are looking up to foreigners for a long time, over the past ten years; planning sectors are based in many foreign companies and Taiwan companies. Until now, there are no foreign companies with non-pragmatic strategic planning. With large horizontal span of Chinese market, vertical grades and diversified folks and customs, a company who can’t understand Chinese market in real time without growing in china or emerging into Chinese market. How did this company give directions and understand Chinese market even through they have haired Chinese employees?

误区四:好几家策划公司都号称服务过某个成功企业,究竟是怎么回事?
Misunderstanding four: what is going on when several companies called himself as serving some certain famous Company?

一个成熟知名品牌,因为市场涉及面广,往往需要很多执行层面的服务,如安排个促销活动,临时做个海报,导致很多公司只是服务了一小块,就号称服务了这家知名企业,此时您需要分清这家策划公司是为企业做的全案服务还是仅仅做了其中一小块服务。
With the broad market, a mature and well-known brand often requires many executive levels, such as the service to arrange a promotion, temporary poster. a lot of company called himself as the well-known enterprise because of a piece of service, the service at this time you need to distinguish the planning focus on the entire case of the enterprise service or just do one small piece of service.

误区五:选择“伪全案”策划公司
Misunderstanding five: “false plan “planning company

很多策划公司都是从广告公司与媒体公司转型过来的,虽然也号称为客户提供全案服务,实际上只是做了广告这一块业务,并不能为客户提供综合型的服务。另外,企业也会被一些策划公司所策划的企业广告所吸引,因为某个广告投放量很大,有影响力,就觉得这个案例是成功的,实际上就是那句老话:鞋合不合适,只有穿的人才知道。如果一个策划公司看起来做了很多有影响力的广告、服务了很多有影响力的企业,但却没有一个长期服务的客户,说明有很大的问题,很多企业在大量投入广告费后效果很差,不好意思说不行,但再也不会选择这家策划公司了。
Many companies are transformed from advertising company or media Company. Even through they promised that they can provide all-round service, they can’t offer any comprehensive services just can be able to provide ads services. In addition, some company will be attracted by their ads because of large amount of ads and big influence. What they have done is that as the Chinese saying goes, only you can know the shoes is suitable or not in person. There is a big problem that they have no long-term service customer base through they have made a number of influential ads and they served many famous companies. Therefore, Company will not choose this planning company because of bad ads and bad effects.

选择策划公司如同雾里看花,作为企业如何才能识得真金?除了了解上述几个误区外,最重要的是拜访策划公司所宣传的客户。一切语言都有可能是假的,但客户的口碑假不了,评判一个策划公司的真实水平如何,最为关键的是拜访他的客户,年代久远的可能因为人事变更拜访不了,但近期的客户应该总是可以拜访的,客户的评价最为真实,一点都无法作假。志邦品牌所宣传的客户,您如果需要,都可以安排拜访。您如果真正做到这一点就会发现,能将客户给您去拜访的策划公司微乎其微,这时,选择什么样的策划公司为您服务,谁是真正的真金,就会非常清楚了。
As a company, how did you recognize or choose a good planning company among those scheming companies? Apart from the above examples, what the important thing is to visit the clients that was promoted by planning company. The reputation of clients is not false through every language is false. The key to evaluate a good planning company is that we should visit his recent clients. The comment of clients is right and real in this respect. At Jingruizhongheng, if you want to visit our clients, we can arrange some client to meet with you. However, you will find out that there are few planning company can arrange some clients to meet you directly, in this time, you can really understand which company is the best one that you want.

误区六:选择为客户策划方案时大量运用明星代言的策划公司。
Misunderstanding six: choose a planning company with star spokesman

很多企业看到策划公司大量运用明星代言为客户的产品进行推广,就认为该公司有实力,实际上运用明星代言是最懒惰的方法,一方面明星费用很高、条件苛刻,另一方面明星的风险很大,再加上明星代言已经用烂,投入产出往往极不合理,为客户策划时大量运用明星代言的公司往往不是为客户量身定制,而是流水线作业,细心的企业仔细观察就会发现:这些策划公司虽然做的产品不一样,但往往是一个套路,明星代言、广告开路,作品看起来很热闹,但最后付出巨大成本的还是企业,有苦说不出。
Many Company believe that the planning company who promote their products with star spokesman boasts strength in this respect, actually, this method is a sense of laziness. For one thing, costs of star spokesman are high with harsh conditions, for another, the risks are too large producing an unreasonable benefit. At the same time, the star spokesman promotion of planning company is not tailored to your clients, it is just a streamline operations. As a good company, you can find out that, the products of planning company are different, but its pattern is the same. Naturally, the star spokesman and ads promotion is very good, but the company has paid a large amount of costs in this aspect.

志邦品牌机构在为客户进行营销策划时,极少运用明星代言的方式,而是要通过巧妙的构思,设计独特的、不花钱的形象载体,四两拨千金。
At zbangbrand, we are committed to ingenious conception, distinctive design and image carrier without any costs instead of star spokesman method to develop marketing planning for our clients.

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